Business

On TikTok, we create virtual mirrors. We teach our algorithms to reflect only what’s relatable to us and our inner selves . Our views, likes, and shares are all validations of what feels deeply true to who we are. It creates a kind of intimacy, a reflection of our subconscious.

Knowing this, brands have to compete for our attention differently. In o... See more

A brand must continuously find ways to deepen relationships not between the brand and the people, but between and among the people themselves.

It seems that Peter Thiel’s framing in Zero to One is much more powerful in capturing the attention of founders:

“A great company is a conspiracy to change the world"

• Merit Beauty could only feel like a calming Millennial brand once it was positioned in the chaos of Sephora’s Gen Z aisles.


• Costco spends a lot of money to make their warehouses look stripped down, so what you buy off the crate feels like a good deal.


• Red Bull didn’t mean anything until Dietrich Mateschitz and Chaleo Yoovidhya started placing empty

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The future isn’t new technology. The future is changed people. Your brand should be placing its bets on who we will become.

If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?